For Cathryn Minoli, personal and professional ambitions converged with the launch of Tuscany-based Turquese, her men’s swimwear line — or “elegant water wear” as she calls it. Here, Minoli shares why she made the move from the corporate world of fashion in New York to a start-up in Italy, and gives her tips on both business and Tuscan beach getaways.

My backstory…
My love affair with Italy began with a chance ski trip to Cortina in 1986. I remember saying to myself, “I have to find a way to live here!” Six months later, I got my chance. I’d been working for Ralph Lauren in New York and was sent to Milan as part of a small group that was responsible for developing the brand’s European business. I met my future husband, married and had two kids while living between both countries and cultures. Later, my experience at the jewelry brand Pomellato in America gave me an incredible new experience working with jewelry artisans and a brand true to its Italian heritage. Working for these two great companies gave me the education and confidence to launch Turquese.

The inspiration behind Turquese…
The things I love most in the world are my family, Italy, creativity, quality workmanship and sophisticated men! A few years ago looking for a 100% cotton bathing suit for my husband, I realized there was an opportunity to put all those things I love together into Turquese. My son Stefano and I are partners and we have different strengths and opinions, but we share the same aesthetic sense and appreciation for living the Italian way. We are inspired by the unique style of the Italian seaside — the culturally ingrained desire to always look fabulous! Casual has become the norm in most of the world, but definitely not here in Italy!

And the story behind the name…
I’m enamored with the many different colors of water around the world — Sardinia’s turquoise, Montauk’s Atlantic gray-green, the Caribbean’s countless shades of blue — they all give me the ultimate sense of peace. Stefano wanted to convey in one word the essence of who we are. We played with Italian, English and Spanish spellings of “turquoise” and coined “Turquese.” In the end, a unique name and brand was born: Turquese Elegant Water Wear!

Most exciting part about owning your own business…
It’s being able to put together an incredible handpicked team and working together to realize the dream. We’ve gone from imagining “What if we do this?” to actually having people buy what we’ve made and then seeing them walking around wearing our clothes! That’s the WOW!

And the most challenging…
To grow the business, finding the right partners is essential. It’s tough to give your trust and sometimes people don’t deliver what they promise.

When starting a company, you must…
Have a clear point of view, an understanding of your place in the market and the passion and stamina to execute the plan. Be prepared if most people tell you your idea is crazy. Listen, ask why they think that way and respectfully prove them wrong!

And never be afraid to…
Admit when you’ve made a mistake. The faster you acknowledge a misstep, the faster you can recover and move forward.

Best business advice received…
Whatever your budget is, DOUBLE it!! Truer words have never been spoken.

Tuscany is like no other region in Italy because…
It’s the birthplace of the Renaissance, the most influential artistic period of all time. Some of the greatest architects and artists in history lived and were inspired by the spectacular natural beauty and the diversity of Tuscany. From Florence to the Mediterranean coast and every point in between, Tuscany has some of the finest food, wine, beaches and weather on the entire Italian peninsula.

The best beaches and getaways in Tuscany…
Forte dei Marmi is the place for chic beach clubs on gorgeous stretches of sand. For more remote getaways, Elba, Capraia, Argentario and Capalbio are some of our personal favorites and one more beautiful than the next.

And my personal favorite under-the-radar escapes…
Punta Ala (the birthplace of Turquese) is situated along one of the most untouched and beautiful places on the Mediterranean Sea. The water is the cleanest in Italy. The mix of the natural beauty with the smells from sea and pine trees continues to enchant us. If you can get on the water, even better. The hidden coves along the coast have some of the best stop-and-swim spots in the world.

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